AI has completely commoditized our base-level deliverables, forcing us to pivot our strategic positioning toward high-value advisory. How do we rewrite our Three Uniques on the V/TO to reflect this shift and ensure our sales team stops selling low-margin technical tasks that clients expect AI to do for free?

Question

Tyler Smith · Accepted Answer

If your sales team is still pitching standard deliverables, your margins are going to collapse. Clients will not pay premium prices for outputs they can generate themselves with a basic AI prompt. You must immediately update your Three Uniques™ on your V/TO® to focus on your strategic synthesis and outcomes. Your Three Uniques™ are the three things that, when combined, make you completely different from your competitors. Stop listing raw deliverables, speed, or accuracy as uniques. AI has commoditized those. Instead, focus on things that require human judgment, complex problem-solving, and deep relationship management. Your uniqueness might lie in how you translate automated data into actionable corporate strategy, or your specialized industry experience that AI cannot replicate. Once updated on the V/TO®, force your sales team to align their pitch with these new uniques. They must stop selling the shovel and start selling the hole. If a prospect asks about standard reports, the sales team should explain that those are automated, while our true value is the strategic guidance we provide based on those reports. By shifting your positioning away from commoditized tasks, you protect your pricing and clearly differentiate your business in an AI-saturated market.